Easy steps to building loyal customers

In Customer Engagement, Customer Experience, Loyalty & CRM, Social media by michelleg2 Comments

(Adapted from Customer Loyalty Brings Long-Term Sales)

 loyalty, social media, engagement strategy, loyalty world asia

Building customer loyalty has been the forefront of many businesses in the growing competitive market where hundreds of companies jostle for customers. By establishing a strong rapport and relationship with customers, businesses can keep bringing them back for more.

While every business come up with unique strategies to attract and retain customers, here are a number of tips that are simple and yet first to be overlooked when building a successful loyalty programme.

1. Maintain service standards in spite of offering customer savings

Often times, businesses overlook other major customer-pleasing enhancements, such as efficient and friendly customer service, when offering discounts and savings. To build long lasting customer loyalty, customers expect satisfaction in quality and experience.

2. Establish two way communication with customers

Look towards building interactivity into websites with customer generated content, online customer service etc. By hearing your customers' voices, endless opportunities and ideas may be generated to revitalize the company.

3. Stay away from spam and junk emails

Spam and junk e-mails top the list of what customers dislike the most about loyalty and reward programme memberships. Other turnoffs include programmes that have too many conditions and restrictions, and rewards that lack real value.

4. Customize your offerings

To really attract the right attention from customers, give them what they really want instead of spam. Customers look for more discounts and savings that are relevant to their needs. By studying their buying patterns, you can create meaningful relationships that are valued.

To find out more about CRM and strategies to building loyal customers through Asia-centric case studies, join like-minded professionals at Loyalty World Asia 2012.


  1. Silvia Ghita

    Hi Michelle, where do you see lead nurturing software fitting into these steps? Is this easy to implement or not quite?

  2. Tony

    In response to both of your posts, Lead Nurturing should be governed by #3 (avoid spam & junk emails) and by utilising #4 Customise your offerings. Triggered emails are still one of the most reliable and cost-effective channels to nurture leads and move prospects towards becoming customers. But ultimately, email will only be used to drive the prospect to a web site, microsite or social board (FB, YouTube, Pinterest, Tumblr or some other channel of rich media). I think the trick, and the real challenge, is to customise that communication based on the initial interest of the prospect and the data you have gathered. Goes without saying that the more data you can gather, the smarter you can get. Download forms and preferences are explicit forms of data, cookies and behavioural are implicit. Re-targeting using display can also be very helpful in the lead nurturing story.
    Lead nurturing software should make all of that manageable, en masse. Should?

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